‘All That Glitters is not Gold – but somebody will probably try to sell it to you anyway’
It’s really all about discernment and discrimination and learning to spot the diamonds in all that poo.
Let’s get real
Exactly how many ‘Top Tier’ high quality products CAN there be?
Rarity defines itself…
Aston Martin, for example makes 5,000 cars each year across all the models, so they probably make about 1200 of each model, which is why they sell for £200k each. The ‘David Brown Specials’ are their hallmark. If they build more, the DBs will become less rare and drop in price. It starts to lose its Rarity Value pretty quickly
It’s exactly the same for us as marketers.
What each of us does is unique. We have maximum Rarity Value. If we start copying other people, our Rarity Value immediately drops below the person we are copying from, thereby increasing their rarity in the eyes of everyone else.
But if we stick to marketing our own uniqueness then this can never happen.
Think of the people in the marketplace you admire.
What do they all have in common?
Their uniqueness. That’s all. And their uniqueness is what people engage with and follow them for. People love quirkiness and fun. This is attraction marketing and there is nothing more powerful in the world than Charisma.
You gain Charisma by not being scared of what people think of you. You have a supreme confidence in who you are and what you do. Some people are born that way and are the ones we loathe at school. Other people discover it by sheer bloody-mindedness and determination not to give up.
They go mad with passion and become obsessive about their goals and dreams. They never stop. People love this energy, but you can’t fake it. It has to be genuine.
So the task of us as entrepreneurs is to find that thing which wakes us up at 3 am with a new and amazing idea. We need to have that ‘Secret Black Book’ that EN David Wood talks about.
The little book of infinite secrets that we carry around all day long and offload all your cool and not-so-cool ideas in to.